One of the most effective marketing pieces you can write is a brochure. A glossy, four-color brochure with beautiful photos and persuasive writing can be just the thing to make your products fly off the shelves. A brochure can do multiple things: introduce your company to prospects, explain products in more detail or offer a sampling of numerous products to entice a customer. Here’s a process for writing brochures that results in targeted, persuasive copy that is sure to boost sales.

Ad

Steps

1

Use the front cover, or front panel, to your advantage by including an eye-catching photo or graphic. Too many amateur writers use the front cover to showcase their company’s name or logo. How exciting! Not. Instead of using your logo, use a photo that showcases your best-selling product(s) or people enjoying your products or services. Along with this great photo, be sure to include text that speaks directly to the reader. Ask a question or state a benefit that most people want. In other words, give readers “an offer they can’t refuse.”

Ad

2

On the inner panels, use headings to break up long blocks of text. Brochures have limited space and you don’t want to use up all the space with long blocks of text -- that looks intimidating to the reader. Instead of long paragraphs, write short sentences and short paragraphs, and use bullet lists or numbered lists to further separate the text. These elements will also bring the readers’ eyes into the brochure.

3

Stress the benefits of your product(s) instead of just naming the features. Features describe the product or service; benefits describe how the features will help the reader.

4

Address the reader as “you” to establish a relationship with the reader. Talking directly to the reader as an intelligent person, meaning not dumbing down words, but also not using industry-only jargon, makes for an easy and enjoyable read.

5

Keep your brochure content focused. If you’re writing a brochure to generate leads, include info that prospects don’t know about your company, like how it started. However, if your brochure is a sales closer, your customers already know your company’s history so don’t bore them with that info. Keep the content relevant to your brochure’s purpose and yet brief enough to not run out of your reader's interest [1].

6

Use testimonials. Get quotes from satisfied customers to include in the brochure. Be sure to include the customer’s full name, and city and state so that the testimonial doesn’t look fake.

7

End the brochure with a call to action. Tell the reader what you want her to do: either visit your showroom or call your office. If you don’t tell the reader how to reach you (and don’t forget to include your contact info!), she won’t do anything to reach you.

8

By following these brochure writing steps, you’ll not only engage the reader, but you’ll be more likely to make a sale!

Please be as detailed as possible in your explanation. Don't worry about formatting! We'll take care of it.
For example:Don't say: Eat more fats.Do say: Add fats with some nutritional value to the foods you already eat. Try olive oil, butter, avocado, and mayonnaise.

Share

Featured Articles

Meet a Community Member

Meet Chris, a wikiHowian from the US who has been on the site over 4 years and is a Featured Author and New Article Booster. He has started 855 articles and made over 53,000 contributions to wikiHow. While he's enjoyed researching and writing how-tos on all sorts of topics, his favorite article he has started is How to Listen to Free Disney Parks Music Online on Live365. He is very proud of the work he's done adding great screenshots for articles throughout the site. He enjoys sharing his knowledge with others and appreciates the loving, caring, and nurturing relationship that everyone in the community has with one another. His advice to new editors is to ask for help whenever you need it; there are plenty of friendly wikiHowians waiting to help answer your editing questions!